ANALISIS FAKTOR MOTIVASI, PERSEPSI DAN SIKAP KONSUMEN PADA PENGAMBILAN KEPUTUSAN PEMBELIAN SIRUP BUAH NAGA MERAH ( Hylocereus polyrhizus ) (Studi Kasus UD. Indra Rasa Kurnia, Di Desa Talang Agung Kecamatan Kepanjen, Kabupaten Malang)

Abstract

Talang Agung Village, Kepanjen Sub-District as one of the dragon fruit production centers in East Java. The people of Talang Agung Village are not only sold dragon fruit in fresh form, but also been developed into processed products, such as syrup, opak gambier, jam, fiber, etc.. Dragon fruit syrup is the most popular processed product for consumers. The purpose of this study was determine the effect of the variable motivation, perception, and consumer attitudes simultaneously on the decision to buy red dragon fruit syrup and the influence of each variable on the decision to buy red dragon fruit syrup at UD. Indra Rasa Kurnia. This research was conducted at UD Indra Rasa Kurnia, which sells dragon fruit syrup, from June-July 2015. This study used a questionnaire to interview consumers of dragon fruit syrup in the Talang Agung Village, Kepanjen Sub-District, Malang District. There are two kinds of syrup produced by UD Indra Rasa Kurnia, such as red dragon fruit syrup and white dragon fruit, because red dragon fruit syrup is preferred by consumers, this research is limited to consumer purchasing decisions for red dragon fruit syrup. The results showed that partially motivational variables had no effect on red dragon fruit syrup decision making, while consumer perceptions and attitudes towards product attributes simultaneously affected decision making on purchasing red dragon fruit syrup at UD. Indra Rasa Kurnia. The model to explain the influence of motivation, perception and consumer attitudes variables for product attributes in purchasing decision making is 0.797 or 79.7%, and 20.3% is influenced by other variables not included in the model. Furthermore, with Multiple Linear Regression analysis shows that the variables of motivation, perception, and consumer attitudes simultaneously influence the purchase decision of dragon fruit syrup at UD. Indra Rasa Kurnia.